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Click 3x Creates Dog Eat Wysong World(June 24, 2004)
Applying its expertise in blending live action, CG and visual effects, Click 3x has produced a thoroughly engaging, effects-driven national spot for premium pet food maker Wysong, the companys first ever television ad. Conceived by Michigan agency Red Phone, the expansive ad shows a man standing atop a verdant mountaintop preaching about the products benefits to a crowd of some 20,000 dogs and cats. Click 3x Peter Corbett directed the spot, while the studios effects team handled all of the post work, including the creation of the tail-wagging mass of pooches and felines, and their largely digitally-fabricated environment.
Titled Apology¸ the spot opens on a dignified older man addressing throngs of dogs and cats arrayed on a broad mountaintop field. The man delivers an ?apology on behalf of the human race for feeding the pets ?the same processed foods meal after meal. Cutaways to snarling, yapping animals suggest that the mans audience is skeptical, but they are eventually won over by his promise that the products developer, Dr. Wysong, has ?found a whole new way to put health and variety back into meals you love.
?Wysong has a bold message?that feeding pets the same food every day?as most other products suggest?is not in the best interests of the animals, explained Red Phone creative director Bryan McPeak. ?To deliver that message, we wanted to create an anthem spot, one with great impact.
Corbett shot the live action portions of the spot on a Toronto special effects stage where he built a giant set representing the top most portion of the mountain. In addition to shooting the spokesman, Corbett worked with a team of animal wranglers and two dozen dogs and cats in recording scores of green screen animal elements. Completing more than 70 set ups in a single shoot day, Corbett shot both digital video motion elements and digital stills to gather the elements needed by the post team to produce the field of pets.
?This project underscores the kind of value Click 3x delivers for large scale visual effects projects, said Corbett. ?Our challenge was to bring together a wealth of resources?a difficult live action shoot with animals, CG dogs, digital landscapes, tracking complicated camera moves?and blend them into memorable visuals.
Click 3x compositors, lead by Mark Szumski, used the live action pet elements to create the spots close-ups, marrying different elements to make it appear as though dogs and cats are talking with one another or otherwise interacting. Using similar techniques, they placed animals into the foreground of wide shots. In some instances, compositors used sophisticated software tools to adjust the speed of individual animals, either slowing them down or speeding them up, to make their actions fit the timing of the scene. Additionally, each element had to be painstakingly tracked to the scenes camera movement. Background dogs and cats were created as CG elements by Clicks 3x 3D department.
The spots environment was completed by richly detailed digital matte paintings. Artists created both the rolling mountains visible in the distance and the sky, thick with thunderclouds that hangs overhead. ?Our challenge was not only to create the mass of dogs and cats, but to suggest the whole mood of the scene, said Corbett. ?The concept required a setting of enormous scale and a sense of a momentous event. The lighting, the sky and everything else needed to be perfect.
Click 3x ability to provide an end-to-end solution was key to the projects success, according to Red Phones McPeak. ?They came up with a plan to get the job done, he said. ?Their approach enabled us to avoid a potentially problematic location shoot. Additionally, they offered the resources to handle both the production and all of the post work, and that helped with our budget. Thats the advantage of Click 3x.
Click 3X provides visual effects, computer animation and broadcast design services to the advertising and television industries. The studio is located at 16 West 22nd Street, New York, NY 10010. For more information, contact Phil McIntyre, Click 3X Partner and Head of National Sales and Marketing at (212) 627-1900, or visit www.click3X.com.
Related Keywords:Click 3x , Red Phone, Peter Corbett